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Life in the center of Tel Aviv brings with it challenges for the branding of the project by devoting thought to renewing the desirability through a combination of the old Tel Aviv that makes the heart beat and the contemporary one that makes the rhythm move. The project at Modliani Street 4 is an urban renewal project, which characterizes the city in the last decade. The art connection was created by the fact that the project is close to the cultural heart of Tel Aviv and the name of the street itself is the name of a well-known artist who painted his lover and dedicated many of his artistic works to it during his life. Since love is the subject, and it can be expressed in all the ways that art knows how to express, we decided to take the leading illustration of the beloved woman and turn it into one line art, which is contemporary modern art. Under this storytelling we sailed through the branding process into a whole world of experiences.